This article examines the notion of discursive culture in industrial design by analysing entrepreneurial initiatives developed by graduates of the Industrial Design programme at the National University of La Plata, Argentina, between 2009 and 2019. Industrial design education in Argentina has historically emphasised project-based learning and creative autonomy. Yet, graduates increasingly face the challenge of positioning themselves within entrepreneurial ecosystems marked by economic uncertainty and shifting labour markets. This tension provides fertile ground for understanding how design knowledge and entrepreneurial logics intersect. The research adopts a qualitative approach based on 28 in-depth interviews with graduates and the study of eight entrepreneurial cases embedded in the Buenos Aires design ecosystem. Through these narratives, the article investigates how graduates negotiate the cultural values of design practice in relation to the pragmatic demands of business development. The findings highlight three central dimensions. First, the systemic role of products within entrepreneurial projects, where artefacts function not only as market goods but also as cultural mediators. Second, the articulation of professional practice with life projects, showing how entrepreneurship becomes entangled with personal trajectories and aspirations. Third, the influence of the local socio-productive environment, which shapes opportunities, resources, and symbolic recognition. By introducing the concept of “discursive culture” into the analysis of design practices, this article contributes to bridging design studies, cultural discourse theory, and entrepreneurship research. This framework underscores the symbolic, cultural, and communicative dimensions of design beyond its technical and commercial functions. In doing so, it expands the discussion of design’s role in contemporary societies, particularly in Latin American contexts where design, culture, and the economy are deeply interwoven.